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Hellmann's begins Real Food Movement program

Unilever has begun a promotion in the name of its Hellmann's brand called the "Real Food Movement." The national initiative, intended to raise awareness of the issue of food waste, is being conducted in association with Maple Leaf Sports and Entertainment and food recovery expert Jean-Francois Archambault. This fall, Hellmann's will collect leftover food from events at Scotiabank Arena in Toronto and donating it to local families. The effort was developed in collaboration with Ogilvy, Edelman and Mindshare.